Do you find that your Facebook ads are underdelivering? Are you looking for a way to boost its performance?
You’ll discover how to write better ad content in this post, including where to get ideas and what to avoid, among other things.
Why Facebook Ads Still Matters for Advertisers
We would have to first take a look at an obvious major issue that people avoid acknowledging first. Recent changes in privacy have had a significant influence on Facebook, raising concerns about rising ad costs. Is Facebook ads still a viable paid advertising option for the local businesses in Malaysia?
To put in simply: yes.
One of the most important things to know about Facebook ads right now is that privacy regulations only apply to how Facebook tracks users while they’re not using the app. When someone clicks on a link in your Facebook ad, Facebook loses track of whether they visited your landing page and converted. This change means that Facebook has a harder time targeting other people based on that activity without that information.
However, this does not negate the fact that Facebook ads targeted the proper person who clicked on the link and went to that landing page. It also doesn’t change the fact that the character converts; the only thing that is changed is Facebook’s ability to see the conversion.
Other tools can be used to track conversions and evaluate Facebook ads performance. You can alter the targeting on your own using this information rather than relying on Facebook’s automatic targeting algorithms. So there are still plenty of options for lowering ad prices.
Keep the big picture in mind when you read about the recent fear over Facebook stock’s drop. Yes, Facebook still has billions of daily active users and is the world’s largest and most popular social networking platform. As a result, there’s a decent possibility that your ideal consumer spends at least some of their day on Facebook and may end up seeing your advertisement.
1. Use the right images
On Facebook ads, the images you use in your advertisements represent you, so make sure they’re carefully chosen (or custom-made) photos that attract attention and tell a story about your company or product. Facebook is now promoting raw, genuine photos or photographs over controlled or altered ones. Stock photos might be useful in some situations. Use imagery of yourself if you’re a personal brand. Show photographs of your facility if you have one. If you offer classes, provide photos of yourself doing so.
During their scroll, the majority of users will come across a picture and pause when they read a copy where the image piques their attention. Although both copy and imagery serve different roles , they are equally important in your Facebook ads campaigns.
Some tips include using an image with high definition, showcasing your product or service in the image, keep the text in the image to the minimum and having a clear focus in the image.
2. Create Facebook ad that pre-sells your product
The text that you use for your Facebook ads campaign will help sell or pre-sell your offer to the audience. The user will read the copy to figure out why they stopped scrolling after the image has stopped them. This is your chance to persuade them to accept your offer.
This contrasts from past techniques in which the copy’s purpose was to spark people’s curiosity and encourage them to click through. Some material was clickbait, with an open-ended question. Because of the improvements in privacy and targeting, writing ads that really pre-sell the offer is now considerably more effective.
If done correctly, the user will already desire to visit your landing page when they click on the link. By the time they come to the landing page, all they want is a justification to change their minds. They’re looking for red flags, such as a price that doesn’t reflect the value, mixed messaging, or other indicators that the product they’re being presented isn’t right for them. When they cannot find undesirable features, conversion to sales is highly likely.
3. Line up your ad from your landing page
After a customer clicks, your facebook ads copy has an impact on their path. They may be turned off and depart if they arrive at a landing page that does not fit the tone of your ad.
Consider how it would feel to click on an exquisitely written, posh-feeling ad only to be greeted by a landing page full of slang and swear words. You wouldn’t think you were at the correct spot, would you?
You can lessen the friction between ad click and conversion by keeping your tone and language similar throughout your ad and landing page. Not only that, but you don’t want to lose your customer immediately before they do the action you want them to take on your page.
Take for example, how Phase Two, a coworking space, uses friendly and casual language in both its ad and destination:
“Like working from home, but with your pants on.” Fun with a tinge of cheekiness —nice! Let’s take a look at how the destination’s copy fares:
The phrases “Welcome to Your New Office” and “let us grow with you” has a smooth transition from the ad to its landing page, without providing any foreign additions.
4. Come up with headlines that are head-turners
Usually, the headline includes a benefit or future promise of the product or service being offered. Of course, if your sales page isn’t converting in the first place or is cluttered with ineffective headlines, you’ll want to address that first before moving any copy to your facebook ads.
You may also use geotargeting to dynamically customise your headline. If you’re targeting a certain location, you may use a title like “Hey, Siti. For only RM25, get your first meal at [restaurant name]. Try out the new dishes in town!”.
Experiment with different emojis to stress particular points, break up the text a bit, and just add some conversational punch to the content while putting your headlines together into your ad copy. Some emojis appeal to people of all ages and demographics. Emojis may reflect any mood, no matter how young or old you are, or how casual or professional your tone is.
Visual elements have been proven to immerse people in the experience, so even a single emoji may very well have an impact on your potential customers’ choice.
5. Put out objective testimonials
You can start collecting testimonials from prior customers to add to your copy once you’ve removed the headlines, subheadings, and any other relevant material from your landing page.
When selecting testimonials for your ad content, strive to select particular ones that address the pain points or objections that your target audience may have. If you own a local restaurant that sells Nasi Lemak, for example, you may have testimonials that say more than just how many people enjoy the food. They can say that the price was reasonable or that they had good service, despite their reservations or first assumptions that the restaurant would be just like any restaurants other there.
While it’s good to have a collection of testimonials that say things like “I love this [brand/product/service],” they don’t add to the impact of your ad copy or help you sell that product or service.
You should select testimonials that directly address any complaints or other pain points that your audience may have. The goal of your facebook ads copy is to pre-sell your product or service to the customer before they even click on the link to your landing page.
6. Refrain from using sensitive words
Facebook’s algorithms are sensitive to particular target terms and have been known to pick up on them from time to time. Even if the marketer or brand controlling the account has done nothing explicitly against Facebook’s guidelines, this results in an ad being rejected or an ad account being banned. As a result, even if you copy straight off the website, you may need to adjust or change some headlines to comply with Facebook’s unwritten sensitivity guidelines.
Too many instances of the words you or your, for example, can transform an ad from targeted and relevant to intrusive and creepy. Even with paid advertising, Facebook’s overarching goal is for users to leave Facebook feeling good or better about themselves.
However, highlighting a pain point and then increasing that pain point to highlight the user’s troubles has shown to be a successful marketing tactic for copywriters, resulting in a sigh of relief when the solution is offered. However, as many merchants are discovering, purposely aggravating or highlighting those pain areas through the use of phrases like lonely, anxious, or suffering might result in an ad being rejected.
There are numerous strategies to address pain spots without exacerbating the problem. Instead of “Are you tired of feeling puffy and undesirable?” you could want to utilise a headline like “It’s time to start feeling healthy and fantastic.”